Sofia will soon boast a luxurious Fashion Street, gathering together top foreign fashion brands, founders of the Vitosha Fashion Street Association announced at a press conference Wednesday.

The capital's main shopping street Vitosha Boulevard will be declared Fashion Street in a special ceremony at St Nedelya Square on Saturday. Sofia mayor Stefan Sofianski will cut the ribbon at the crossing of Vitosha Boulevard and Pozitano Street, marking the start of the project with a clean-the-boulevard initiative. A fashion review and a concert of Bulgarian pop stars will follow.

Vitosha Fashion Street Association aims to pool the efforts of all representatives of Bulgaria's fashion business. Its founders - Emil Arabadzhiev (Denyl), Paola Apsi (Apsis), Maxim Behar, CEO of M3 Communications Group, Inc, Stefan Geshev, representative for Cerruti and Escada for Bulgaria and Mihail Krustev, MetaTron Lux - hope the association will serve to enhance socially responsible awareness of Bulgaria's fashion business representatives.

Vitosha Fashion Street must present the image of Sofia such as many generations have wanted it to be - clean, modern, luxurious, Emil Arabadzhiev, chairman of the association said.

The association will launch its site in the coming days (www.vitoshastreet.com) to offer detailed information on the street's shops, their products and services.

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